Linking Identity to LinkedIn

Overview of Domain

Usability Mechanics

Opportunity Space

  • A person’s identity — All of a person’s many personas, which represent their hobbies, interests, personal growth, ties to loved ones, and professional goals
  • Persona they project on LinkedIn — The tone and content of a person’s posts and interactions on LinkedIn
  • Persona they want to project on LinkedIn — The desired tone and content of a person’s posts and interactions on LinkedIn, usually directly related to professional (money-making) goals

Research Approach

  • What are all the mechanisms for interaction on LinkedIn’s platform?
  • How does LinkedIn augment human relationships?
  • How does LinkedIn support information sharing?
  • How does this platform’s architecture impact its culture?
  • What structure or restrictions does LinkedIn provide to its members?
  • Which reactions do users commonly use and which ones are more rare?
  • What are the kinds of posts that garner reactions and comments?
  • Is there a correlation between interaction type and the degree of connections?
  • Is there a correlation between interaction type and post type?
  • Can we tell the user’s interests through their LinkedIn profile?
  • Why did you make a LinkedIn account?
  • What parts of your profile did you choose to fill out? (bio, skills, experience, education, open to work, picture, etc)
  • What are all the different ways you use LinkedIn today?
  • How often do you open LinkedIn?
  • What subject areas are you passionate about?
  • Do you seek out content on LinkedIn about these subjects? How?
  • Are there subjects you’re interested in that you never see on your LinkedIn? How do you feel about this?
  • ​​What makes you interact with a post?
  • Does anything hold you back from liking/commenting on a post?
  • Are there particular rules that you feel like you need to follow as a member of this community?
  • When you connect with a person on LinkedIn that you’ve never met in real life, how long does your conversation or interaction last?

Key Findings


  1. More active users: With LinkedIn recommending profiles, users that currently do not put in effort into curating their profiles will have more of a reason to do so. This will also increase Linkedin’s chances of more members paying for a premium subscription.
  2. Enhanced perception: LinkedIn can be seen as more user-friendly and customizable if it can respond to what the job seeing users want and care about.
  3. Increased user base: By allowing customization, Linkedin can retain customers that are on the platform for different reasons. Now, people that like seeing personal posts will not be opposed to joining Linkedin because it is strictly a professional space and vice versa.




Sustainability-focused UX designer from Los Angeles

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Genevieve Johnson

Genevieve Johnson

Sustainability-focused UX designer from Los Angeles

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